Social Marketing Success for Brands: Socialbakers Shares Recipe in Time for London 2012 Olympics

Socialbakers has added YouTube to its Analytics PRO dashboard, which means that brands can now measure the effectiveness of their social marketing campaigns across three major social media networks. This includes Facebook, which had 157.0 million unique visitors in the U.S. in May 2012, according to Compete PRO, YouTube, which had 152.7 million, and Twitter, which had 42.3 million.

Since 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute, Socialbakers provides marketers with the “dream package” they need to analyze and monitor their social marketing strategy effectively.

For example, the London 2012 Olympics, which starts July 27, 2012, is being called the first social media Olympics, or the “Socialympics.” And Worldwide Olympic Partners like Coca-Cola, Procter & Gamble, and Samsung have launched video and social media campaigns around the event.

How are they doing?

Coca-Cola’s “Move to the Beat of London 2012”

According to the Facebook Brand Statistics on Socialbakers.com, Coca-Cola has the #1 Facebook page with 44.7 million fans. Coke also has the top Facebook page with the most momentum, adding 1.1 million fans in the past week and 2.3 million fans in the past month.

Driving the surge in Coca-Cola fans is a social media campaign called “Move to the Beat of London 2012.” Coke has teamed up with Grammy award-winning producer Mark Ronson and chart-topping vocalist Katy B to create a campaign that fuses Olympic sport with London-based music.

One element of Move to the Beat is a new Facebook app, Track the Beat, which allows users to collect the different beats of Coca‑Cola’s song for London 2012 and share them with friends, as well as access exclusive, behind-the-scenes clips of Mark Ronson’s travels.

Another element is a TV ad, “Move to the Beat of London 2012 Commercial – 2 minutes,” which was uploaded to YouTube on Feb. 21, 2012, and currently has almost 1.4 million views.

Procter & Gamble’s “Thank You, Mom”

According to the YouTube Channel Statistics for Brands on Socialbakers.com, Procter & Gamble would rank about #60 with 20.9 million uploaded video views. But that’s increased dramatically from less than 12 million a month ago.

Driving this surge in Proctor & Gamble uploaded video views is a social media initiative, which is part of a broader marketing campaign called “Thank You, Mom,” which highlights the behind-the-scenes roles that mothers play in the lives of Olympic athletes — as well as the lives of lesser mortals.

Several versions of “Best Job | P&G London 2012 Olympic Games Film” in different languages were published on April 17, 2012, just before Mother’s Day. The English version now has more than 5.0 million views and there are over 13.3 million views around the world of The Best Job Films.

Separate “momumentaries,” featuring individual Olympic mothers’ stories, have been viewed 7 million times on the Procter & Gamble channel on YouTube. And a Facebook app lets people upload content and send thank-yous to their own mothers. More than 32,300 moms have been thanked so far.

Samsung’s Galaxy S III

According to the Brands on Twitter chart on Socialbakers.com, the Samsung Mobile US Twitter account ranks #8 with 2.1 million followers and Samsung Mobile ranks #9 with almost 1.9 million. They also were the top two Twitter gainers. Samsung Mobile’s growth in followers was almost 115,900 last week and over 497,300 last month. Samsung Mobile US growth in followers was close to 110,700 last week and almost 515,100 in the last month.

On June 21, 2012, Samsung Mobile launched the Galaxy S III in the U.S. with a star-studded event hosted by actress Ashley Greene. The launch of the Galaxy S III is being supported by the largest marketing and advertising campaign ever conducted in the U.S. by Samsung Mobile.

Greg Jarboe is President and Co-Founder of SEO-PR, an award-winning content marketing agency. He is also the author of “YouTube and Video Marketing: An Hour a Day” as well as a contributor to four other books. He is an instructor in the Rutgers Business School Executive Education Mini-MBA program as well as Coursera. In addition to Tubular Insights (fka ReelSEO), he also writes for The SEM Post.